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How to get Your Business Noticed
Many people will tell you that to
get your web site noticed you need to 'optimize' your
site for the search engines. You are then led up a path
where you have to keep changing your web site as the
search engines change their ways of listing things.
As fast as you 'optimize' your site, Google and the
others have moved the goalposts, meaning you have to
keep optimizing over and over again.
Now consider some facts. Most people in the world are
not users of the Internet. Let's repeat that. The vast
majority of people who you want to reach don't use the
Internet. It doesn't matter how well you optimize your
web site, they simply will never find it.
Here's another fact. Some of the best
Internet marketers make most of their sales 'offline'.
They sell their books, CD-ROMs and so on at seminars,
workshops and conferences. Indeed, for many 'Internet
marketers' these 'offline' sales represent the bulk
of their income.
So what do these facts tell us? They
show us that 'offline' promotion is more important than
online promotion. You may be able to optimize your web
site to get high rankings in a search engine. But that
doesn't mean you'll reach the vast majority of people
who could buy your product or use your information.
This was confirmed recently by one study
that showed most people go to an Internet address (URL)
after having read it in a newspaper or magazine, been
given it by a friend or colleague, or having heard it
being mentioned by someone speaking at a meeting or
on TV. In other words, it seems that significant numbers
of people who get to your web site will do so having
heard the URL somewhere outside the Internet.
You can get many people visiting your
web site, even if you are not ranked highly by the search
engines. You can do this in two main ways:
1. Write articles for use in regular
publications - newspapers, magazines and so on.
Always include your URL in the article and you'll get
millions of people to notice your web site address.
2. Speak at every opportunity. Make
presentations to business clubs, chambers of commerce,
local societies - you name it, you should speak at it.
Every time you speak, announce or your web site address.
Although these are the two principal
ways of gaining offline publicity for your web site,
don't neglect your business stationery, posters, car
stickers and so on. The more your web site address is
visible outside the web, the more visitors you will
get regardless of how kind the search engines are to
you.
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